Marvin V. Acuna

Gerard J. Arpey, president and CEO of American Airlines said the best business advice he ever got was, “Borrow money when you can, not when you need to.” This is sound advice that can be translated and applied to…

Pillar #3: Networking

I find most aspiring screenwriters believe that there is only one specific time and place for networking and it’s called “An easel sitting at the entrance of some ballroom with a sign that says so.”

Best selling author and syndicated columnist Harvey Mackay said, “If I had to name the single characteristic shared by all the truly successful people I’ve ever met over a lifetime, I’d say it is the ability to create and nurture a network of contacts.”

Personal networking is instrumental to your career. It’s an invaluable tool to identifying rare opportunities suited to you, as well as to maximize the value of your current relationships.

But networking ONLY when you need to is foolish and sets the wrong tone. Relationships take time, building rapport requires patience, and entertainment professionals are naturally cautious –if not fearful– of those that are simply taking, rather than giving.

It’s pretty easy to spot those that are just networking purely to take… not to give. Therefore, begin networking before you need anything from anyone.

To start with, you must understand all your strengths and weaknesses. Then, seek opportunities where your abilities contribute value to others.

Others will want to be a part of your network if they know that you will add value. And more importantly, your existing relationships will be strengthened if you can consistently add value to those in your network.

Your mission: be the first person everyone remembers and suggests when others ask, “Do you know anyone who….”

Start now, and become a trusted node and connector, not a fragmented meteor that is visible as it enters the atmosphere.

Consider this: Networking is ALL about mutual benefit…

So why not GIVE first?

In summary, I feel it’s important for you to know… talent is only one part of the equation. If you are a hobbyist then this may not ring true to you. That’s ok. You aren’t looking to make a living off your hobby. I get it!

But, if you are reading this and are committed to working as an entertainment professional then I leave you with this…

“Business art is the step that comes after art. I started as a commercial artist, and I want to finish as a business artist. After I did the thing called “art” or whatever it’s called, I went into business art. I want to be an art business man or business artist.”
– Andy Warhol

“There is nothing makes a man suspect much, more than to know little; and, therefore, men should remedy suspicion by procuring to know more, and not keep their suspicions in smother.”
- Francis Bacon

With that said, allow me to focus your attention on the second pillar of a successful screenwriting business…

Pillar #2: Market Intelligence

Market Intelligence is the information relevant to a company’s market which is gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. (From Wikipedia, the free encyclopedia)

LISTEN TO ME: You are your own Company. You are! When you begin to generate that huge revenue you aspire to attain, the first thing your reps will suggest is that you legitimatize your company and form a corporation.

The very same entertainment professionals that you are seeking to attract into and partner in your business are successful BECAUSE they gather market intelligence.

In fact, an agent’s primary responsibility at an agency is to “cover” their assigned studio. In essence, they must report back to their superiors every bit of information they can mine from the studio executives and the entertainment community so that it can be distributed to the entire company. The more effective they are at gathering market intelligence the more valuable of an agent they become to the agency and to the agencies clients.

Consider this: Industry market intelligence is so valuable to executives, producers, and representatives that in the late 1990’s a dozen or so very entrepreneurial studios executives formed the company Filmtracker.com, the epicenter of privileged information.
Immersing yourself in the business will afford you a competitive advantage over other aspiring screenwriters. And believe me in a business as competitive as screenwriting… You want every advantage.

Entertainment professionals fully embrace Sir Francis Bacon’s other eloquent quote, “… Knowledge itself is Power.” They recognize the value of understanding the market needs, demands, and opportunities.

Do you?

Recently, I attended a festival and was invited to participate in a round table discussion with various screenwriters. It felt a tad like speed dating. Every so often a festival volunteer would ring a bell and I would be relocated to yet another table.

We were not provided with an agenda and I was given no advance notice as to the purpose of this encounter.

Among the sea of screenwriters that I met one asked a very KEY question “What is the key difference between a successful screenwriter and a screenwriter who is not successful?”

I’ll offer the same answer to you that I did to that particular table of screenwriters. Ready?

THE SUCCESSFUL SCREENWRITER RECOGNIZES IT’S BUSINESS.

In my humble opinion, there are three pillars to a successful screenwriting business. And make no mistake… this IS a business.

Pillar #1: The Craft

Outliers, written by Malcolm Gladwell (gladwell.com), notes the following:

“The idea that excellence at performing a complex task requires a critical minimum level of practice surfaces again and again in studies of expertise. In fact, researchers have settled on what they believe is the magic number for true expertise: ten thousand hours.”

I feel screenwriters Craig Mazin and Ted Elliott offer some valuable wisdom in their blog (Theartfulwriter.com)

“Let’s be clear. Writing is a skill. Talent is a huge part of it, but there’s also a practice part. A science part. A “read yer freakin’ Campbell” part of it. There’s hard work. Self-criticism. Structure. Vocabulary. A memory for movies. Grammar. Story analysis. Philosophy.”

To further simplify — a writer writes. There are tremendous benefits derived from consistently honing your craft. I’ll focus your attention on just three: A) Refine your voice; B) Isolate your strengths and weaknesses; and C) Create an inventory of material.

In a video presentation I heard sometime ago uber-successsful screenwriter John August (johnaugust.com) mentioned he had roughly 50 unproduced screenplays on his shelf.

How many do you have?

In my humble opinion, aspiring screenwriters assume that an assistant doesn’t have the time, judgment, or influence to help them, and therefore simply see them as a barrier to their objective — connecting with the entertainment professional they desire to have read/buy their screenplay.

Huge mistake! After all, they’re controlling your access. Assistants are key and instrumental in any industry, but in Hollywood… a strategic alliance with an assistant has the potential to change your life.

LISTEN: Most assistants don’t aspire to be assistants forever.

There are numerous ways for you to build rapport with an assistant I’ll focus your attention here on just a few:

 Google their name. See if they blog or tweet. Try to identify something that they are genuinely interested in and may have in common with you.

 Always refer to an assistant by name, every time. Always be friendly, polite, and direct. Keep in mind that you are not their highest priority, and being impatient and/or self-righteous will not serve you.

 An assistant’s time is just as important as the person you are attempting to reach. Believe it or not, the assistant’s role is to determine potential value for their executive and/or their company. Be prepared to explain why you feel you can contribute and how you will add value.

 The more you can include the assistant in the process, the better. They have an ear to the ground about every aspect of the business and can offer unique insights that can help you refine your pitch.

 Assistants have the ear of everyone that will be involved in reading/buying your script. They know who you should be speaking to and can help clarify if you are even targeting the right person/company. Let the assistant paint the internal relationship dynamic for you so you may navigate it more effectively.

Effectively engaging an assistant affords you numerous benefits. For instance, they can serve as an internal champion of you, your work and they can make introductions on your behalf.

I encourage you to view every assistant with the level of respect you would afford their boss and observe the windows of opportunity that magically open for you.